What should the 404 page contain?

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A 404 page informs users that the requested content could not be found. Ideally, it also offers some options for action.
We've compiled a list for you. It shows you the must-haves and nice-to-haves of the 404 page. Consider how you could best help your users out of this impasse or what content might be most interesting to them.

This is what your 404 page SHOULD have
Indication of a 404 error
Logo & BrandCall to action (e.g. top navigation or search field)Footer with Imprint & Privacy peru cell phone number list PolicyYour 404 page COULD still have thisPopular products / categoriesContact optionshumorScreenshot of the 404 error message at obi.de

Negative example: ALDI lacks options for action
Users who find themselves stuck at a dead end at ALDI have no way out. The discounter's 404 page has no links, not even to the homepage. Anyone who lands here has no way to visit the website.